01 · Foundations
Identity
Shibin Dotco is a personal brand, one person, one narrow position. This page anchors the rest: who I am, what I say, and how I say it.
Who this is
Shibin Dotco is a personal site and content hub, not a SaaS product. The brand belongs to one person. That constraint does the heavy lifting: the voice stays consistent, the positioning stays narrow, and the visual system stays small.
The positioning is specific on purpose. I help Shopify brands grow with AI. Not “AI consulting,” not “growth marketing”, a single sentence that a prospect can repeat back to me.
Marks
Two marks share the brand. The wordmark is the default; the logomark stands in when there’s no horizontal room. Both files live in /assets/ and ship with the design system.
Wordmark
The default lockup. Inter, weight 500, near-black on cream. Use anywhere there’s horizontal space — email signatures, decks, partner sites, “as seen on” lockups. This is what to send when someone asks for “your logo.”
Logomark
A cream S drawn as a single stroke inside a deep-indigo rounded square. Use when the wordmark won’t fit: avatars, app icons, social profile pictures, watermarks, browser tabs. The same file doubles as the favicon — one mark, one source of truth.
What to avoid
- Don’t recolor either mark. The wordmark is near-black on cream; the logomark is cream on indigo.
- Don’t add a tagline beneath the wordmark — the tagline (“I help Shopify brands grow with AI”) lives in body copy, not in the lockup.
- Don’t stretch, rotate, or outline either mark.
- Don’t place either mark on busy photography without a solid background plate.
- Never substitute the wordmark with the brand name typed in another typeface, or the logomark with a plain “S” in a box.
Tagline
The canonical greeting that opens shibin.co:
hey, i’m shibin. I help Shopify brands grow with AI.
The first half renders in Caveat (handwritten). The second half in Inter. This is the single surface on which Caveat appears.
Voice & tone
Warm, confident, direct. Short sentences that land. Longer ones when the rhythm needs them. First-person when it fits, I write as a person, not as a company.
Do
- Sentence case everywhere, headings, labels, buttons.
- First-person: “I use one accent because…”
- Say the thing. Then stop.
- Name the reason alongside the rule.
Don’t
- Title Case. Or ALL CAPS. Or all-lowercase affectation.
- Corporate “we” when it’s me writing.
- Hype language: empower, unlock, revolutionize.
- Emoji, decorative bullets, or sales-deck formatting.
The six principles
Every choice on every page traces back to one of these. They’re short on purpose, the constraint is what keeps the brand recognizable.
01
Sentence case
All visible text uses natural English capitalization. Not all-lowercase, not Title Case. Headings, labels, buttons, sentence case everywhere.
02
Light theme only
Warm cream background with near-black text and a deep indigo accent. No dark mode. The restraint is part of the identity.
03
Inter everywhere
Inter for headings, body, nav, labels, buttons. Caveat reserved exclusively for the homepage greeting. Nothing else.
04
Generous whitespace
Sections breathe. Content caps at 720–960px. Padding is generous. The layout does the talking.
05
Minimal and warm
No gradients. No heavy shadows. Thin borders, rounded corners, warm cream palette. The only flourish is the deep indigo accent.
06
Static export
Built with Next.js and exported as static HTML. Deployed on Cloudflare Pages. Fast everywhere, portable anywhere.